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Journals / Öneri Dergisi / 2016 / Cilt: 12 - Sayı: 46

THE RELATIONSHIP BETWEEN BRAND PARITY WITH BRAND LOYALTY, BRAND SATISFACTION AND SERVICE QUALITY: A RESEARCH ON COURIER SECTOR

ALGILANAN MARKA BENZERLİĞİNİN; MARKA SADAKATİ, MARKA TATMİNİ VE SERVİS KALİTESİ İLE OLAN İLİŞKİSİ: KARGO KATEGORİSİNE YÖNELİK BİR ARAŞTIRMA

İlknur ILICALI
Önder YÖNET
Şafak ŞAHİN
Kemal SUHER
Pages
295–320
Publication Date
2016-08-10
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In this study it was found significant differences between brand parity brand loyalty, brand satisfaction, and service quality.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:With the increased number of the brands from all over the world, brand managers have difficulty in creating loyal customers in their target audience.
📊
Key Findings & Data:The research was conducted via face to face survey method and convenience sampling with 208 respondents.
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Conclusion & Impact:In this study it was found significant differences between brand parity brand loyalty, brand satisfaction, and service quality.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Algılanan Marka Benzerliği · Marka Sadakati · Marka Tatmini

Abstract

With the increased number of the brands from all over the world, brand managers have difficulty in creating loyal customers in their target audience. One of the main reasons of this problem is the formation of brand parity that has existed because of the excess amount of brands. With brand parity, the target audience cannot see the difference between brands in a market and cannot form brand loyalty towards certain brands in the category. In the sectors that need low involvement and no emotional relevance, it is harder to build brand loyalty. Therefore, existence of brand parity is even more dangerous in these situations for firms. In this study, Courier Sector was taken as an example and the relationship between brand parity and brand loyalty, brand satisfaction, and service quality was examined. The research was conducted via face to face survey method and convenience sampling with 208 respondents. In this study it was found significant differences between brand parity brand loyalty, brand satisfaction, and service quality.

Özet

Dünyada marka sayısının artmasıyla birlikte markalar hedef kitleleri üzerinde sadakat oluşturmakta zorlanmaktadır. Bunun en önemli sebeplerinden biri fazlalaşan marka sayılarıyla beraber oluşan markaların benzer algılanması durumudur. Bu algının oluşmasıyla birlikte marka sadakati oluşmamaktadır. Düşünce gerektirmeyen, tüketiciyle duygusal bağı olmayan ürünlerin var olduğu sektörlerde marka sadakatinin oluşması daha zordur. Bu sebeple özellikle bu sektörlerde markaların benzer algılanması işletmeler için tehlikeli bir durum oluşturmaktadır. Bu araştırmada kargo sektörü temel alınarak, algılanan marka benzerliğinin, marka sadakati, marka tatmini ve servis kalitesi değişkenleri ile olan ilişkisine bakılmıştır. Çalışma yüz yüze anket yoluyla ve kolayda örnekleme yöntemi ile 208 denekle gerçekleşmiştir. Çalışmada algılanan marka benzerliği ile marka sadakati, marka tatmini ve servis kalitesi ilgili anlamlı farklar bulunmuştur.

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Cite This Article

ILICALI, İ., YÖNET, Ö., ŞAHİN, Ş., SUHER, K. (2016). THE RELATIONSHIP BETWEEN BRAND PARITY WITH BRAND LOYALTY, BRAND SATISFACTION AND SERVICE QUALITY: A RESEARCH ON COURIER SECTOR. Öneri Dergisi, Cilt: 12 - Sayı: 46, 295–320. https://ajindex.com/articles/35528

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